Zee TV has been having a dream run in the 9-10 pm slot for the past few months, maintaining a leadership position in the slot. Now, the channel is shifting focus to the 8-9 pm slot. Punit Goenka, Business Head of the channel, said, “We are leading in the 9-10 pm a lot and we believe that with the right programming, we can harness this audience 8 pm onwards and consolidate our position.”
One of the first attempts in this direction is the launch of the new show, ‘Banoo Main Teri.. Dulhan’, which premieres on Zee TV on August 14, 2006 in the 8 pm slot. The show has been pitted against Rajshri Production’s ‘Pyaar Ke Do Naam.. Ek Radha Ek Shyam’ on STAR Plus and Balaji’s ‘Kaisa Ye Pyaar Hai’ on Sony.
Goenka said, “This is a strong show and from our point of view, would convert as a strong lead in for the 8.30 pm slot.” ‘Banoo Main Teri.. Dulhan’ comes in place of ‘Tumhaari Disha’, which would be wrapped after two years. Speaking on why ‘Tumhaari Disha’ couldn’t turn into a successful proposition, Ashvini Yardi, the channel’s Programming Head, said, “‘Tumhaari Disha’ has done well for us, but at the time when the show was at it peak, Zee TV as a channel didn’t have the kind of numbers that we have today. Many missed on the story and so we were looking for a new show in this slot.”
But why ‘Banoo Main Teri.. Dulhan’? To this, Yardi replied, “We are still speaking to a family audience dominated by the female TG when we look at the 8 pm slot. ‘Banoo Main Teri.. Dulhan’ would be a perfect show for such an audience in this slot.”
Though Yardi was tight-lipped about the 8.30 pm slot, it is learnt that Zee is looking for a new initiative in that slot as well, which is expected to be launched soon. Is ‘Jab Love Hua’ going to be wrapped up? Channel officials divulged that a decision on that hadn’t been taken as yet, but in all likelihood that would be the case.
Commenting on the channel’s marketing plans, Tarun Mehra, Marketing Head of Zee TV, informed that the channel would be treating the show with a 360-degree approach. In addition to the Zee Network, the channel will also use outdoor, radio and print for promoting the new show.
At a time when Zee is in the midst of launching multiple shows, Goenka believes that the brand awareness created by Zee Business has also come in handy. It may be noted that in terms of numbers, the show didn’t have much to offer. Giving the channel’s perspective here, Goenka said, “Business isn’t a mass subject, it is very niche and we never looked at the show for numbers.”
He explained that the objective of the show was to create awareness in the right circles and that he believed that the channel had managed to do that. “In fact, we are contemplating on the next season for the show,” Goenka said.